project book layout

Page 00South African White Shark Reaearch Institute South African White Shark Reaearch Institute

SHARK IMAGE

TABLE OF CONTENTS

1.0 Research 1.1 Research Paper1.2 Communications Audit1.3 Creative Brief/Strategy1.4 Demographics

2.0 Creative Development 2.1 Competitive Survey2.2 Design Research 2.3 Moodboards2.4 Logo Development

3.0 Style Guide

4.0 Final Designs 4.1 Business Papers4.2 Digital Media4.3 Promotional Items4.4 Advertising


A CASE FOR SHARKS DEAD SHARKS IMAGE


SHARK IMAGE RESEARCH SECTION 1 INSERT


The great white shark is one of the top apex predators on Earth. These predators have been in existence since the age of the dinosaur. Throughout history the great white shark has been thought of as a mindless man-eater. Because of this, these powerful animals are on the verge of extinction. If something isn’t done, the great white will be no more and our ecosystem will be in serious danger. This paper discusses, examines, and explains how the Adopt-A-Shark campaign is expanding with greater impact, in an effort to increase funding for the further research and study of the great white shark. The objective is to rebrand the company by adding value to the user experience through a more dynamic website and through the their Adopt-A-Shark program. These ideas will be discussed in-depth throughout this paper.

The company name is the South African White Shark Research Institute. They are dedicated to the study, research, education and conservation of the great white shark. Through these programs, they offer study internships, shark diving and

138 Sharks are Killed Every Minute.a shark expedition experience. The problem is: how can the company be more competitive in the marketplace by increasing funding opportunities? Their competitors are bigger institutions who have more international recognition and greater access to funding for their research. However, they share a common goal, which is, great white shark conservation. What are the possible ways the this company can partner with these organizations, and others, in an effort to make a greater impact with conservation, through awareness and education?

The primary task is to rebrand the company’s image, through the company’s redesigned website, and the expansion of the Adopt-A-Shark program. The redesigned website will be more dynamic, interactive, and entertaining, which will add to the user experience. By creating a mobile shark-tracking app, visitors to the website will be able to track their shark around the globe, once they have completed the adoption process by becoming a member of the institute.

Company

The South African White Shark Research Institute has, “adopted a strong commitment to education at all levels, which has led, in only seven years, to the establishment of one of the worlds largest and most far reaching educational and conservation programs on sharks. Block busting movies such as Jaws have created a monster in our subconscious, and even in this enlightened age, many people shudder at the thought of a shark.

This prevalent negative attitude towards sharks has produced a nonchalant and emotionless feeling to the slaughter of these beautiful dwellers of our planet. Just as the earth is our only home, it is also the only home to sharks and it is through determined education that we will make people realize this important fact.

Without positive education as an antidote to false and negative publicity, we cannot win the battle to save our very endangered sharks. We need the support of the general public if we are to achieve our goals, and this goes hand in hand with education. (South African White Shark Research Institute, 2010).”

Campaign

The first task for campaign project is to rebrand the South African White Shark Research Institute, beginning with the logo, moving on to all printed materials, and finishing with the website.

The first phase of this will be to update the look of the logo, which is a dated, sketch drawing. By reinventing the logo into a clean and sophisticated graphic image, this will add visual punch to the institute’s brand. Once this is done, all printed materials, which includes; business cards, letterhead, brochures, advertisements, boat and vehicle graphics, and signage will be updated. All of these will reflect the new logo design and color scheme, keeping in mind, how the website will coordinate with all of this.

As of right now, the website is static and dated. It’s design and layout is very removed from the subject. The website does little to give a feeling that the institute loves and respects the subject of its content. The website is very matter of fact. Consequently, the website will be redesigned to be more dynamic, interactive, and entertaining. The website design will borrow from elements of Monterey Bay Aquarium website, as well as Discovery Channel’s Shark Week website. Both of these websites share aspects that will be incorporated into the refreshed design. However,

the main prototype is the Discovery Channel Shark Week website, which visually represents a love, enthusiasm, and a respect for the great white shark.

To make the website more dynamic, the addition of embedded videos and podcasts, as well as links to a Facebook and Twitter page, an up to date news section, and blog/forum section will be incorporated. This will go a long way into making the website experience more interactive, rather than passive. The more engaging the experience, the more visitors will want to stay at the website longer.

While the institute’s website has an abundance of valuable information and data, the presentation is quite plain and boring. There is no life to it. Besides the informational content, there is nothing particularly exciting about the website, especially when you compare it to other websites that are similar in nature. By adding different sections for shark games, puzzles, anatomy, and trivia, this will give added entertainment value to the website’s content, by encouraging visitors to have fun, and explore the website further.

Currently, the website content for the adoption program states that, “You can also become an adoption parent in our organization. Every shark that we adopt away to a proud parent has a history to tell. An adoption shark has twenty shares and you can choose to adopt just one share, or, you may

1


RESEARCH PAPER RESEARCH PAPER


COMMUNICATIONS AUDIT COMMUNICATIONS AUDIT


CREATIVE BRIEF CREATIVE BRIEF


DEMOGRAPHICS DATA


COMPETITIVE SURVEY COMPETITIVE SURVEY


DESIGN RESEARCH DESIGN RESEARCH


MOOD BOARDS MOOD BOARDS


WSRI

Final Logo Solution

LogoDevelopment

2


StyleGuide

3

WSRIThe logo should be clearly and prominentlydisplayed on all visual pieces. Preferredplacement should be at least 0.5 inchesfrom all text, edges of paper, gutter, border,or visual.

WSRI WSRI

The logo may only be reproduce in White, outlined in Black, with Black lettering or White outlined in Blue (PMS 2747C), with Blue lettering.

The font used is Explora regular in all caps. No other font may be used or substituted. The font is to be in either solid Blue or Black or White, but it is not to be outlined.

WSRI

WSRIThe logo may not be squeezed or stretched.

The logo font may only be directly below the logo image. The logo font may not be beside or above the logo.

WSRIWSRI

Logo Clear Space Logo Use


StyleGuide

3

Colors:C: 100M: 85Y: 0K: 13

PMS 2747C

R: 19G: 61B: 141

PMS 293C

C: 100M: 57Y: 0K: 2

R: 0G: 103B: 177

PMS 652C

C: 50M: 25Y: 0K: 10

R: 115G: 153B: 198

PMS 5435C

C: 13M: 3Y: 0K: 17

R: 185G: 199B: 212

PMS 7537C

C: 3M: 0Y: 10K: 20

R: 202G: 206B: 194

PMS 186C

C: 0M: 100Y: 81K: 4

R: 227G: 24B: 55

The colors in the base palette are to be used as a guide when choosing colors for marketing,advertising and Web projects. These colors are to be used as a guide and not intended to be used as a match unless PMS colors are provided. Colors that clearly represent other brands should not be used.

ExploraabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Portago ITCabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Bitstream Vera Sans BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Bitstream Vera Sans RomanabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

The following are the acceptable typefaces to be uses throughout all advertising and communication materials.

Color Palette Typeface


StyleGuide

3

The logo should be placed in the lower left-hand corner of print advertisements. The company web site information should also be located at the bottom, directly to the right of the logo.

The logo should be placed in the upper left-hand corner of the web site header.

Print Ads Interactive Media


StyleGuide

3

During broadcast commercials, promotional or webs videos, include the logo and website information at the conclusion of the spot.

The logo should be placed in the the center of all clothing apparel. The logo should not be ubstructed by any other type or graphical images.

Motion Graphics Promotional Items


BUSINESS PAPERS BUSINESS PAPERS


DIGITAL MEDIA DIGITAL MEDIA


PROMO ITEMS PROMO ITEMS


PrintAdvertisments 4DigitalMediaWeb Site

South African White Shark Reaearch Institute

CREDITS CREDITS

project book layout

Documents

great white shark conservation

shark program

shark diving

shark campaign

shark expedition experience

mobile sharktracking

design research

research paper1